Coke, Christmas And The AI Challenge [Video]

Is this the Christmas where AI changed advertising? Perhaps it’s not that simple, but some solid marketing rules make Coke’s AI Christmas truck effort a winner, writes Andrew Tindall, senior vice president of global partnerships, System1.

Coke’s AI-Generated version of “Holidays Are Coming” is a brilliant ad, which performs exceptionally on all three of System1’s major predictive metrics. At least, it is when people don’t know it’s done by AI. The brand has faced industry and press backlash over its version of the classic “Christmas Trucks” ad, but in System1’s tests the ad gets our top mark for long-term effectiveness, a huge 5.9-Stars (on a scale of 1 to 5.9) and Exceptional results for short-term sales and brand recognition. So what’s going on here?

We didn’t tell any of the survey respondents that it was an AI-made ad. They just saw another great Coca-ColaChristmas commercial. But when brands have talked up …